Abode Media, a digital OOH (DOOH) network, has launched in the UK targeting high-net-worth individuals in the home.
The network currently comprises more than 100 DOOH screens at high-end residential developments in Battersea, Canary Wharf, Chelsea, Soho and the Strand, where the average household income exceeds £121,000. Abode plans to expand the network to 650 screens by the end of the year.
Specific locations include Marconi House on the Strand and Embassy Gardens in Battersea.
Currently, Abode claims to reach 35,000 residents with a combined £1bn in disposable income.
The company is chaired by Brendon Cook, founder of Australia-based OOH company oOh!media. Abode is led by CEO Craig Cohen and managing director Chris Earnshaw.
Cohen co-founded Executive Channel International, which was acquired by oOh!media in 2016. Earnshaw is a former executive at Primesight and Outdoor Plus.
Fiat is the network’s founding advertiser. The brand is rolling out a campaign during London Fashion Week, which begins on Thursday, to promote its 500e Armani limited-edition model.
“Fiat is always seeking fresh formats and environments to speak with discerning consumers,” commented Sharon Pacitto, head of communications and brand experience at Fiat and Abarth. “Abode Media’s network ensures we deliver our message in a premium and contextually relevant environment.”
Abode has signed exclusive long-term property partnerships with developers Ballymore, Galliard Homes and Canary Wharf Group to install the screens.
The UK luxury residential development market is expected to see £4bn in investment annually, Abode said.
According to IPA TouchPoints data, Britons spend an average of 18.5 hours a day at home. Meanwhile, PebblePost research found that 88% of purchase decisions are made in the home.
Earnshaw said this means Abode’s offering can provide “brands unprecedented access to an affluent, engaged audience at their most receptive moment”.
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